How Turkish Airlines reached 100+ million traveler prospects with selfies

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How Turkish Airlines reached 100+ million traveler prospects with selfies

June 2014

In a wildly popular commercial for Turkish Airlines, two of sports' greatest stars — Kobe Bryant and Lionel Messi — vie for the attention of one starstruck kid. Following on its success, the company created a new YouTube ad called "Kobe vs. Messi: The Selfie Shootout" to continue increasing brand awareness in Europe, North America, the Middle East and the Far East. The spot was another huge success: It became one of the fastest spreading commercials on YouTube, with 77 million views in just one week, and was one of the most popular ads of 2013.

Approach

Craft a playful marketing campaign around one of 2013's most searched words: Selfie

Create a custom channel to introduce the campaign and demonstrate the company's spirit in an interactive way

Leverage YouTube’s advertising tools to reach a wider global audience

Goals

Increase Turkish Airlines’ brand awareness around the world

Reach a new target audience: spirited, adventurous people with wanderlust